#C3NY
USING SOCIAL SIGNALS TO
BOOST YOUR SEARCH RANKINGS
Francis Skipper, EVP Digital Marketing, 451 Marketing
#C3NY
FRANCIS SKIPPER
2
EVP of Digital Marketing
@fskip // @451marketing
451marketing.com
Facebook.com/451Marketing
franci...
#C3NY
STATE OF SOCIAL & SEARCH
#C3NY
DECEMBER 2010…
4
“We do use Twitter and Facebook
links in ranking as we always have
in our web search rankings”
- Ma...
#C3NY
MARKETERS WERE ALL LIKE:
5
#C3NY
LAST MONTH…
6
“Sike! Suckers…”
- Matt Cutts
#C3NY
IT WASN’T THE FIRST TIME…
7
#C3NY8
WE WERE ALL LIKE:
#C3NY
BUT, WE’VE SEEN THE CORRELATION
BETWEEN SOCIAL ACTIVITY AND HIGHER
RANKINGS
9
#C3NY
SO HAS MOZ…
10
“Now in 2013, there's strong reason to suspect…that the relationship between
posting to Google+ and h...
#C3NY
AND SEARCHMETRICS
11
“Social signals continue to correlate
very well with better rankings”
Social signals
Traditiona...
#C3NY
SO, WITH THIS IN MIND…
12
“MUAHAHHAHAHA!!”
- Matt Cutts
SUCKERS!
#C3NY
LET’S TALK ABOUT SOCIAL AND SEARCH
#C3NY
EVOLUTION OF SOCIAL AND SEARCH
14
Likes,
Shares,
Follows
Social
Media
Search
Traffic
Queries
Indirect
Social
Media
S...
#C3NY
TRADITIONAL RANKING FACTORS “OL’ SKOOL”
15
Technical
Content
Links
The 3 C’s
Code
Content
Connections
#C3NY
NEW RANKING FACTORS
16
Content Diversity, Depth &
Type
Keyword Research
& User Intent
Link
Building
Social
#C3NY
SOCIAL RANKING FACTORS
17
• How many social followers/fans you have
• How many re-tweets, likes, shares, +1s, YouTub...
#C3NY
BUT SOCIAL ISN’T A SILVER BULLET
18
#C3NY
“LOW-HANGING FRUIT” –
RESULTS FROM SOCIAL SIGNALS
#C3NY20
PageRanking
Level of Effort
“LOW-HANGING FRUIT”
#C3NY
WHY IS THIS IMPORTANT?
21
of searchers never scroll past the first page
of search results*
*Search Engine Journal
#C3NY
PAGE ONE HAS REAL BIZ VALUE$$
22
#C3NY
SO HOW DO WE LOOK FOR LOW HANGING
FRUIT?
23
#C3NY
YOU CAN GO DEEPER TO LOOK AT EFFORT LEVEL
24
*Optional – tag keywords as LHF and watch growth
#C3NY
IDENTIFY “LOW-HANGING FRUIT”
Send these to
social!!
#C3NY26
ENCOURAGE USE OF SOCIAL KEYWORDS
#Homedecor tips on floor coverings from the experts – our
#8x8 #arearugs are a wa...
#C3NY27
POSTS AND LIKES AREN’T END OF STORY
#C3NY
FEEL FREE TO REWARDSOCIAL SHARING
#C3NY
• Informational Queries
• Answers
• How to’s
• Top 5’s
PORTABLE CONTENT
#C3NY
PORTABLE CONTENT
“Ride the News” –
Trending Topics
But be careful…
#C3NY
Links to social properties on website
Share buttons with content
MAKING SHARING SILLY SIMPLE
#C3NY
MINI CASE STUDIES
#C3NY
RUCKUS SPORTS
#C3NY
RUCKUS SPORTS - PITTSBURGH RACE
• Pittsburgh Race (new 2013)
• No rankings In May
• New Content on Brand website
• E...
#C3NY
PINE CONE HILL
#C3NY
PINECONE HILL – MATELASSÉ QUILTS
• Pine Cone Hill featured “matelassé” “quilts” in
content throughout early summer a...
#C3NY
IN CLOSING…SOCIAL SIGNALS:
• We’ve all seen strong correlation
• Social keyword strategy should be a part of your ov...
#C3NY
QUESTIONS AND DISCUSSION
38
EVP of Digital Marketing
@fskip // @451marketing
451marketing.com
Facebook.com/451Market...
#C3NY
USING SOCIAL SIGNALS TO
BOOST YOUR SEARCH RANKINGS
Francis Skipper, EVP Digital Marketing, 451 Marketing
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C3NY Social Signals

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C3NY Social Signals

  1. 1. #C3NY USING SOCIAL SIGNALS TO BOOST YOUR SEARCH RANKINGS Francis Skipper, EVP Digital Marketing, 451 Marketing
  2. 2. #C3NY FRANCIS SKIPPER 2 EVP of Digital Marketing @fskip // @451marketing 451marketing.com Facebook.com/451Marketing francis@451marketing.com 451 Marketing
  3. 3. #C3NY STATE OF SOCIAL & SEARCH
  4. 4. #C3NY DECEMBER 2010… 4 “We do use Twitter and Facebook links in ranking as we always have in our web search rankings” - Matt Cutts
  5. 5. #C3NY MARKETERS WERE ALL LIKE: 5
  6. 6. #C3NY LAST MONTH… 6 “Sike! Suckers…” - Matt Cutts
  7. 7. #C3NY IT WASN’T THE FIRST TIME… 7
  8. 8. #C3NY8 WE WERE ALL LIKE:
  9. 9. #C3NY BUT, WE’VE SEEN THE CORRELATION BETWEEN SOCIAL ACTIVITY AND HIGHER RANKINGS 9
  10. 10. #C3NY SO HAS MOZ… 10 “Now in 2013, there's strong reason to suspect…that the relationship between posting to Google+ and higher rankings goes beyond correlation into the territory of actual causation.”
  11. 11. #C3NY AND SEARCHMETRICS 11 “Social signals continue to correlate very well with better rankings” Social signals Traditional ranking factors SEO Ranking Factors – Rank Correlation 2013 for Google USA
  12. 12. #C3NY SO, WITH THIS IN MIND… 12 “MUAHAHHAHAHA!!” - Matt Cutts SUCKERS!
  13. 13. #C3NY LET’S TALK ABOUT SOCIAL AND SEARCH
  14. 14. #C3NY EVOLUTION OF SOCIAL AND SEARCH 14 Likes, Shares, Follows Social Media Search Traffic Queries Indirect Social Media Search Results SEO Direct Social Media Page Ranking Social Signals Pre-2010 2010 Today
  15. 15. #C3NY TRADITIONAL RANKING FACTORS “OL’ SKOOL” 15 Technical Content Links The 3 C’s Code Content Connections
  16. 16. #C3NY NEW RANKING FACTORS 16 Content Diversity, Depth & Type Keyword Research & User Intent Link Building Social
  17. 17. #C3NY SOCIAL RANKING FACTORS 17 • How many social followers/fans you have • How many re-tweets, likes, shares, +1s, YouTube embeds • Who is sharing your content, their authority, their reputation • Popularity and quality of content • Timeliness and “trust” of content • Patterns
  18. 18. #C3NY BUT SOCIAL ISN’T A SILVER BULLET 18
  19. 19. #C3NY “LOW-HANGING FRUIT” – RESULTS FROM SOCIAL SIGNALS
  20. 20. #C3NY20 PageRanking Level of Effort “LOW-HANGING FRUIT”
  21. 21. #C3NY WHY IS THIS IMPORTANT? 21 of searchers never scroll past the first page of search results* *Search Engine Journal
  22. 22. #C3NY PAGE ONE HAS REAL BIZ VALUE$$ 22
  23. 23. #C3NY SO HOW DO WE LOOK FOR LOW HANGING FRUIT? 23
  24. 24. #C3NY YOU CAN GO DEEPER TO LOOK AT EFFORT LEVEL 24 *Optional – tag keywords as LHF and watch growth
  25. 25. #C3NY IDENTIFY “LOW-HANGING FRUIT” Send these to social!!
  26. 26. #C3NY26 ENCOURAGE USE OF SOCIAL KEYWORDS #Homedecor tips on floor coverings from the experts – our #8x8 #arearugs are a warm addition to any space! http://bit.ly/3hQYj #Rugs Make a space feel instantly cozy with an 8x8 rug – learn how in our latest blog post http://bit.ly/3hQYj #rugs #homedecor #smallspaces #arearugs #8x8rugs Check out how our signature 8x8 rugs pull together a room in our latest blog post http://bit.ly/3hQYj
  27. 27. #C3NY27 POSTS AND LIKES AREN’T END OF STORY
  28. 28. #C3NY FEEL FREE TO REWARDSOCIAL SHARING
  29. 29. #C3NY • Informational Queries • Answers • How to’s • Top 5’s PORTABLE CONTENT
  30. 30. #C3NY PORTABLE CONTENT “Ride the News” – Trending Topics But be careful…
  31. 31. #C3NY Links to social properties on website Share buttons with content MAKING SHARING SILLY SIMPLE
  32. 32. #C3NY MINI CASE STUDIES
  33. 33. #C3NY RUCKUS SPORTS
  34. 34. #C3NY RUCKUS SPORTS - PITTSBURGH RACE • Pittsburgh Race (new 2013) • No rankings In May • New Content on Brand website • Encouraged social sharing around Pittsburgh Ruckus Race • Posted social content using Pittsburgh + Keyword • Rankings for “Pittsburgh” terms increased leading up to and after race day
  35. 35. #C3NY PINE CONE HILL
  36. 36. #C3NY PINECONE HILL – MATELASSÉ QUILTS • Pine Cone Hill featured “matelassé” “quilts” in content throughout early summer across multiple social platforms • Kwd -specific posts were promoted through mid- August and resulted in social shares • September 1st –keywords see an increase in rankings • Incremental Sales Increase during this period
  37. 37. #C3NY IN CLOSING…SOCIAL SIGNALS: • We’ve all seen strong correlation • Social keyword strategy should be a part of your overall SEO content strategy • Not a silver bullet • Look at the data, not the hype 37
  38. 38. #C3NY QUESTIONS AND DISCUSSION 38 EVP of Digital Marketing @fskip // @451marketing 451marketing.com Facebook.com/451Marketing francis@451marketing.com 451 Marketing
  39. 39. #C3NY USING SOCIAL SIGNALS TO BOOST YOUR SEARCH RANKINGS Francis Skipper, EVP Digital Marketing, 451 Marketing
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